Rebranding. Today I read of a firm completing their rebranding. Did the firm actually rebrand or did they hire a graphic designer to change the logo and graphic styling? The look is not the brand. A brand is an organization’s promise to its marketplace. Did this company completely transform their business when developing a new logo? I doubt it.

Repositioning. A solar energy firm announced it was repositioning itself. Does that mean they have decided their claim of distinction within their market place is no longer effective and they have found a new and better place to drive their stake? The language on their home page had not changed. It turns out, they were bringing forth a new tag line and ad campaign. Perhaps they were changing how they communicate their position.

We see the terms “branding” and “positioning” used with little regard for their true definition. Unless used correctly to announce a paradigm shift, rebranding/repositioning announcements often send confusing messages to constituents because these organizations are not making the transformative changes of a true rebranding. They are simply exploring new tactics to communicate their brand to the evolving marketplace and gain renewed interest.

To truly reposition your company would be akin to Volvo abandoning their claim of safety and staking a claim to manufacture sleek, fast cars. Or IKEA selling high-end, overpriced home furnishings. Repositioning is much bigger than a campaign—it’s a brand shift. Perhaps its the inherent trait of marketers to make things appear bigger than they are, but it is certainly not something to be taken lightly.